Fewer form fields, more enquiries: what we changed on a lead page

A client came to us with steady traffic and almost no enquiries. The page looked fine. The problem was that it asked for a great deal and offered very little in return.

Here is what we changed, in the order we changed it, and which changes actually moved the number.

The form went from nine fields to four

The original asked for name, phone, email, company, city, budget range, service required, how you heard about us, and a message. Every one of those had been added by somebody with a reasonable internal reason.

We cut it to name, phone, service and message. Budget and how-you-heard moved into the first sales call, where they belong. City we could infer. Company was not needed to start a conversation.

Fewer fields is the well-known part of this story, and on its own it is rarely the biggest win.

The heading stopped describing the company

It read Welcome to our enquiry page. It now names the thing the visitor wants and what they get by asking for it. A heading that says what happens next does more work than any field reduction.

We said what happens after submit

One line above the button: we reply the same working day, and no, we will not add you to a mailing list. People hesitate at forms because they do not know the cost of submitting. Removing that uncertainty is free.

The phone number became tappable and visible

A significant share of visitors never wanted a form. They wanted to ring somebody. The number was in the footer as plain text. Putting it near the top as a real tel link produced calls from people who would otherwise have left.

Worth remembering that an enquiry is not the same as a form submission. Counting only forms had been hiding demand that already existed.

What we would do differently

We changed several things at once, which means we cannot cleanly attribute the improvement to any single one. That was the right call commercially, because the page was clearly underperforming and waiting to test one variable at a time would have cost months. But it does mean the honest answer to which change mattered most is that we do not know precisely.

If your traffic is healthy and your enquiries are not, the page is usually the constraint rather than the campaign. That is the work our website and conversion team does, and it is also why we check landing pages before touching paid campaigns.